Department of Business Administration, Faculty of Social Sciences, University of Benin, Benin city, Nigeria.
Research Article
GSC Biological and Pharmaceutical Sciences, 2018, 05(03), 157–173.
Article DOI: 10.30574/gscbps.2018.5.3.0168
Received on 15 November 2018; revised on 27 December 2018; accepted on 29 December 2018
Pharmaceutical companies operate in a highly regulated and ethically sensitive environment where marketing practices directly influence public health outcomes, corporate reputation, and long-term organizational survival. Historically, the pursuit of market share has at times encouraged aggressive promotional strategies, including misleading advertising, inducement of prescribers, and selective evidence disclosure. Such unethical practices can erode patient trust, trigger legal sanctions, and damage brand equity. As global health systems expand access to medical information and as patients become more empowered decision-makers, adherence to marketing ethics has emerged as a strategic necessity rather than a compliance formality. In recent years, technological advancements have introduced new mechanisms for promoting transparency, accountability, and ethical engagement. Digital platforms enable pharmaceutical companies to communicate drug benefits and risks more accurately and consistently, while advanced data analytics support evidence-based marketing that aligns therapeutic offerings with genuine patient needs. Artificial intelligence systems enhance pharmacovigilance monitoring by rapidly identifying safety signals and ensuring truthful data representation in promotional materials. Moreover, blockchain technologies offer verifiable supply chain traceability, discouraging counterfeit distribution and reinforcing trust among healthcare providers and consumers. The integration of ethical frameworks with technology-driven marketing strategies fosters sustainable competitive advantage by cultivating long-term relationships built on integrity and credibility. Rather than diminishing profitability, ethical marketing supported by digital transformation strengthens corporate resilience and adaptability in an increasingly scrutinized marketplace. This paper argues that the survival of pharmaceutical firms in contemporary health ecosystems depends on harmonizing ethical responsibility with technological innovation to deliver transparent, patient-centered value while sustaining regulatory and social legitimacy.
Marketing Ethics; Pharmaceutical Industry; Corporate Sustainability; Digital Transformation; Ethical Compliance; Technology-Enabled Marketing
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Olu James Mbanugo. Adherence to marketing ethics and survival of Pharmaceutical Companies: The Transformative Role of Technology. GSC Biological and Pharmaceutical Sciences, 2018, 5(3), 157-173. Article DOI: https://doi.org/10.30574/gscbps.2018.5.3.0168